Merchant Innovation

Groceries On Demand Just Got Smarter

Grocery delivery service giant Instacart is bringing the convenience of on-demand delivery to home cooks looking for the ingredients needed to make their favorite recipes.

Through a strategic partnership with food-focused social network Allrecipes, Instacart’s personal shoppers will handpick the necessary ingredients for an Allrecipes meal and deliver them within an hour.

“Instacart and Allrecipes are both dedicated to making delicious home-cooked meals for families and friends easier than ever,” Vishwa Chandra, Instacart’s vice president of retail accounts, said in a press release.

“This partnership will allow people to search and pull up their favorite recipes on their devices and have everything needed to make that meal delivered to their doorstep on demand. This is how great digital experiences make lives easier, and we are thrilled to roll this out to Allrecipes and Instacart customers.”

Instacart’s decision to partner with Allrecipes makes sense as the company continues efforts to expand its reach and bolster growth.

Allrecipes reaches nearly 40 million home cooks each month and boasts 1.3 billion site visits a year, across 24 countries in 13 languages, the company confirmed. Bringing Allrecipes on board provides Instacart with the opportunity to offer the ability to click to buy specific ingredients catered to users in the 18 metropolitan locations the company currently serves.

The partnership will also allow Allrecipes to tap into the growing number of consumers who are shifting their grocery shopping behavior to eCommerce channels, which it said is the fastest-growing segment of the grocery business.

“Instacart has made a name for itself in grocery delivery,” said Corbin de Rubertis of Allrecipes.

“They are a natural commerce partner for us as we continue to introduce proprietary new tools and services that support Allrecipes’ mission of making all steps of meal preparation easier and more rewarding for busy home cooks. With Instacart’s help, we are facilitating the delivery of fresh ingredients from local stores to our customers’ doorsteps so they can solve the dinner dilemma and put healthy meals on their table without the hassle.”

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